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Heineken Appoints Lesya Lysyj to CMO

Lysyj will head up marketing strategies for beer portfolio, social media initiatives.

February 6, 2011, 07:00 pm

WHITE PLAINS, N.Y. -- Heineken USA announced the appointment of Lesya Lysyj as its new chief marketing officer, effective February 28. Lysyj brings more than 20 years of marketing experience to her role, specifically marketing consumer packaged goods, image and premium brands, much of which was spent as a CMO managing a portfolio of products, the company stated. As part of the management team she will report directly to Heineken's president and CEO, Dolf van den Brink.

"Along with her extensive experience in multi-brand consumer marketing and strong track record of reinvigorating brands in hard-to-tap markets, she has that intangible -- the creative aptitude and competitive spark that will help our brands stand out in this competitive space," Dolf van den Brink, president and chief executive officer, Heineken USA said in a released statement. "She also has a deep understanding of how the marketing function helps drive overall business strategy and we are confident her presence will be felt throughout the organization, driving us all towards our ambition of becoming the leading upscale beer company in the US."

"I look forward to building on an already strong marketing foundation with new, innovative ideas that will resonate with loyal fans and attract new consumers to Heineken USA’s already iconic brands," Lysyj said in a released statement. "The leadership is serious about achieving ambitious goals set for the future of this company, and I’m honored to be a part of the team that will drive Heineken USA to reach its full potential, which I know is substantial."

In her new role, Lysyj will be responsible for developing long-term marketing strategies for the company's beer portfolio; overseeing consumer centric marketing activities and social media initiatives and ensuring that Heineken effectively engages with its adult consumers at all touch points, the company stated.